The 3F's Of Mobile User Exeperience

When thinking about digital and online experiences remember this make your user experience flat, functional and frictionless. Users today due to constant and various connections expect that you have what you need to make their experience a valuable one. The expectation is that they will get what they need as soon as they need it. Which leads us to the three f's... 

Flat - When we think of flat, we think boring and uninteresting, but from a digital user experience point of view, we mean the exact opposite. We mean to make it easy to reach. We are talking about landing pages, websites and microsites that get you to the content you want and are customized; without you having to click on multiple pages. Quick customizable experiences have taken the lead in today's digital arena. Think mobile first! Mobile first strategies require that the experience is quick and easy.      

 "Nearly 9 out of 10 times, when people had a helpful or relevant mobile brand experience, they said they would purchase from the brand in the future."                                                                                                                                      

Functional - Functionality means that the purpose of your page has to be apparent as soon as I get to it. Is it meeting a need or answering a question and is it simple to use. Functionality aligns itself with customization, the content I am seeing and the information that I am receiving, the cues I am being given are all getting me to what I need. 

"What consumers described as “helpful” interactions with brands on mobile are 1.5X as likely to lead them to purchase as well as recommend that brand, compared to interactions they don’t find helpful."

Frictionless - Make it a painless experience. The content should not be riddled with too many additional steps just to get your product or service into my hands. No unnecessary pop-ups or if I'm a return visitor buying online my payment information should be stored if I elected to save it. Slow load times and too many steps cause friction in the experience and can cause users to abandon the session or engagement before they have completed the associated conversion. 

"46% of the time people had an interruptive mobile experience, they said they would not purchase from that brand in the future."

Read more below from Google and Digitalist on mobile. 

How to Make Every Mobile Moment a Brand Builder - Think With Google 

Why we love Mobile Analytics - Digitalist